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The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

What Fashion’s Creative Talent Needs to Know Today

BoF Careers provides essential sector insights for fashion creatives this month, to help you decode fashion’s creative landscape.
A production team working on set of a fashion photoshoot.
A production team working on set of a fashion photoshoot. (Pexels)

Discover the most relevant industry news and insights for fashion creatives, updated each month to enable you to excel in job interviews, promotion conversations or impress in the workplace by increasing your market awareness and emulating market leaders.

BoF Careers distils business intelligence from across the breadth of our content — editorial briefings, newsletters, case studies, podcasts and events — to deliver key takeaways and learnings tailored to your job function, listed alongside a selection of the most exciting live jobs advertised by BoF Careers partners.

Key articles and need-to-know insights for creatives in fashion today:

1. Is Hot Pink Here to Stay?

The finale at Valentino's Autumn/Winter 2022 show.

In recent months, bright, hot pink has become a frequent sight on runways, red carpets and retailers’ shelves. Valentino’s Pierpaolo Piccioli Pink, developed with Pantone, is perhaps the best-known interpretation [...] But Valentino isn’t the only brand taking the colour out for a spin: this month, Intermix launched its holiday dream closet shopping edit — centred around what it calls “Y2K Pink.” Barbiecore, a TikTok aesthetic which features head-to-toe hot pink outfits, has been trending on the platform.

The widespread embrace of the bold, in-your-face colour marks an undeniable end to the era of Millennial pink. The pastel hue was the go-to for the past decade, becoming a signature for a generation of direct-to-consumer brands, such as beauty darling Glossier and period product brand Thinx.

Related Jobs:

Junior Manager Art Direction, Hugo Boss — Stuttgart, Germany

Senior Art Director, Public Clothing Company — New York, United States

Associate Art Director, Amiri — Los Angeles, United States

2. Is Streetwear Still Cool?

Off-White, Ghana, streetwear, Virgil Abloh

After dominating fashion for the better part of the last decade, streetwear is finally falling out of style. It’s partly down to the natural ebb and flow of fashion trends: retailers note that hoodies and sneakers, while still popular, now face competition from loafers and oxford shirts as the menswear silhouette evolves in a more preppy direction. (Men currently make up the majority of streetwear consumers.)

But [...] hoodies and sneakers aren’t going away any time soon. These items have been absorbed into brands’ offerings — Bernstein analysis in July noted that sneakers continue to “dominate men’s footwear.” Streetwear’s deep cultural history too means it will always have a place in fashion: menswear brands like Aimé Leon Dore and Noah that combine tailored looks with cargo pants, casual shirting and workwear are heavily influenced by streetwear without falling neatly into that category. To put it another way, streetwear isn’t dead, it’s evolved.

Related Jobs:

Print Designer and Developer, Meng — London, United Kingdom

Graphic and Print Designer, Vetements — Zurich, Switzerland

Art Director, BAX Group — Milan, Italy

3. Can the Changes at Gucci Reignite Growth?

Gucci plays up its most timeless products in its Valigeria campaign featuring Ryan Gosling.

Before the pandemic, the fashion-driven reboot of Gucci under designer Alessandro Michele and CEO Marco Bizzarri set the style agenda with its eye-catching maximalism, cheeky play with logos and a mix of sporty and elevated pieces, delivering the most successful turnaround in the history of the modern luxury sector. Between 2015 and 2019, sales more than doubled and profits roughly quadrupled.

But revenue slumped by 23 percent in 2020 as coronavirus hammered tourist shopping, on which Gucci depended more than rivals to drive growth. “There’s been a view in the market that [Gucci] leaned a bit too far into fashion and needed to rebalance,” said Aurélie Husson-Dumoutier, analyst at HSBC. “The most powerful luxury brands are able to grow at the same time heritage and fashion.”

Related Jobs:

Brand Creative Designer, Danse Lente — London, United Kingdom

Creative Producer, Zalando — Berlin, Germany

Brand Image Lead, Ralph Lauren — New York, United States

4. The Unlikely Return of Bespoke Suiting, Explained

savile row, tailoring, suiting, menswear, apparel, men's fashion

Some designers [are] reimagining tailoring for a more casual world where wearing athleisure to the office had become the norm for many white-collar workers — if they were going into the office at all. This is part of a wider trend that has seen larger brands like Drake’s as well as retailers like Mytheresa ride suddenly booming demand for suits and accompanying smart-casual clothing.

Brands are also serving the evolving menswear silhouette, which has shifted from street style staples like hoodies and sneakers toward a more tailored look — a preppy but still casual style popularised by brands like Aimé Leon Dore, Noah and Awake NY. This appeals to a new type of menswear customer who may not have considered buying suiting at all, pre-pandemic.

Related Jobs:

Junior Production Assistant, Mytheresa — Milan, Italy

Visual Stylist, Neiman Marcus — White Plains, New York, United States

Art Director, Bugatchi — Montréal, Canada

5. Why Fashion Still Uses Toxic ‘Forever Chemicals’

A man wearing a green waterproof jacket and grey backpack in the rain.

Just over a decade ago, fashion’s biggest brands laid out an ambition to eliminate harmful chemicals from their supply chains. [They] prioritised 11 of the most hazardous chemical groups used in the industry, among them so-called “forever chemicals” — a particularly nasty group of toxic substances that never break down and have been linked to health risks from reproductive issues to cancer. More technically known as perfluoroalkyl and polyfluoroalkyl substances, or PFAS, they’re used for a range of practical applications, including turning ordinary textiles into performance fabrics resistant to water, stains, oil and even creasing.

Bringing innovations to scale remains a challenge, with many reluctant to take a risk on costly new options. PFAS’ versatility and wide-ranging performance benefits create a particular challenge, with no one-size-fits-all drop-in solution available at scale. [However,] looming regulation [made brands] much more open to suggestions for PFAS-free textiles over the last 12-18 months, said Lewis Shuler, head of innovation at Paradise Textiles, part of supplier company Alpine Group.

Related Jobs:

Design Admin Assistant, Needle & Thread — London, United Kingdom

Impact Apprentice, Vestiaire Collective — Paris, France

Junior Production Assistant, Mytheresa — Milan, Italy

6. Should Your Brand Have a Discord?

A mobile phone displays a screen with the Discord logo.

Fostering community is a vital element of successful NFT projects, and Discord’s appeal is that it offers a space for members to gather and interact with each other and the brand directly. It also has a flexible architecture that allows a brand to set up different channels within a server, or add features like gated access or third-party apps. But when a brand plays host to a community, it also becomes responsible for managing it and keeping it safe.

“You’re creating a new mouth to feed,” said [Ian McMillan, chief growth officer at web3 platform Mojito]. “You’re creating a channel that needs constant management, updating and moderation. You’re creating a new cost for yourself. And unless you really invest, you’re not going to see a return on that investment.”

Related Jobs:

Social Media and Design Manager, Citizen Femme — London, United Kingdom

Senior UX Designer, Aeyde — Berlin, Germany

Director Social Media, Fashion Nova — Los Angeles, United States

7. Why Thom Browne Is a Promising Pick for CFDA Chairman

Thom Browne will begin his post as chairman of the Council of Fashion Designers of America in January 2023.

Thom Browne may be the perfect pick for chairman of the Council of Fashion Designers of America (CFDA), US fashion’s top trade organisation. From imaginative runways and sporting collaborations to a left-of-centre take on celebrity dressing, Browne [...] has insider cachet as well as sales of about €263 million in 2021.

Browne [...] launched his line at Barneys New York at the height of the retailer’s power. He’s also closely connected with American Vogue and Anna Wintour, who is enmeshed with the CFDA through several joint initiatives. But while the formula that Wintour and the CFDA co-developed for building young American labels worked for Browne, it wasn’t always effective for others. Browne is going to be under plenty of pressure — especially as a cis, white male in today’s political climate — from members to show that he sees them: whether that’s by responding to emails, taking meetings or pushing CFDA executives to fund and build out more robust support programmes.

Related Jobs:

Art Director, Omnes — London, United Kingdom

Associate Creative Director, Banana Republic — New York, United States

Associate Designer, White House Black Market — Fort Myers, United States

8. Why Brands Cast Older Celebrities to Court Younger Consumers

Diane Keaton is one of the stars of J.Crew's "Heritage Made Modern" campaign.

For J.Crew to pull off its brand revival, it needs to attract new, younger customers. Why, then, did the retailer cast 45-year-old “Yellowjackets” star Melanie Lynskey, 61-year-old actress Julianne Moore and 76-year-old Diane Keaton, the patron saint of the coastal grandma aesthetic, in its latest celebrity campaign?

Brands do this not just to showcase multi-generational appeal, but also to give themselves an aspirational bent. Who, after all, wouldn’t want to be as chic as Diane Keaton at 76? There’s a prestige that these women exude because they have reached true pop culture “icon” status. It’s also a surprise and a delight, to use a marketer-favourite term, when consumers see older celebrities cast in ads, because brands typically feature much younger models, marketing experts say.

Related Jobs:

Producer, Camilla and Marc — London, United Kingdom

Senior Graphic Designer, Dorothee Schumacher — Mannheim, Germany

Digital Product Manager, Tapestry — Shanghai, China

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The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
Enjoy 25% BoF Professional membership until December 20
© 2022 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions and Privacy policy.
Enjoy 25% BoF Professional membership until December 20